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All Journal Journal of Economic, Bussines and Accounting (COSTING) International Journal of Social Science and Business JURNAL LENTERA BISNIS Jurnal Minfo Polgan (JMP) ADPEBI International Journal of Business and Social Science Jurnal Pengabdian Teratai Wahana International Journal of Entrepreneurship and Business Management Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi)
Purba, Mohd. Nawi
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Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Public Health Social Sciences Other

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Journal : JURNAL LENTERA BISNIS

 1 
PENGARUH DIGITAL MARKETING, BRAND AWARENESS, DAN INOVASI PRODUK TERHADAP DAYA SAING UMKM TOKO ROTI GOLDEN ROSE DI KECAMATAN MEDAN TEMBUNG Jaya, Stefanie Lean; Purba, Mohd. Nawi; Auza, Ara
JURNAL LENTERA BISNIS Vol. 15 No. 2 (2026): JURNAL LENTERA BISNIS, Mei 2026
Publisher : POLITEKNIK LP3I JAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34127/jrlab.v15i2.2230

Abstract

MSMEs are an important sector in supporting the national economy and are required to be able to adapt to changes in consumer behavior that increasingly rely on information technology, especially the internet. required to be able to adapt to changes in consumer behavior that increasingly rely on information technology such as digital marketing, especially the Golden Rose Bakery located in Medan Tembung. In addition, brand awareness and product innovation are also important factors in determining the competitiveness of a business. High-quality products will not be able to survive in the market if they are not accompanied by brand strength that is easily recognizable and remembered by consumers. The purpose of this research is to test whether the Influence of Digital Marketing, Brand Awareness, and Product Innovation on the Competitiveness of Golden Rose Bakery MSMEs in Medan Tembung District.This study uses primary data and secondary data and uses quantitative descriptive methods, because this study focuses on hypothesis testing with numerical data and statistical analysis by having a sample of 112 respondents using SEM analysis. The results of the research on the Influence of Digital Marketing, Brand Awareness, and Product Innovation on the Competitiveness of MSMEs Golden Rose Bakery in Medan Tembung District achieved the desired results. Therefore, it can be concluded that Digital Marketing affects the competitiveness of MSMEs, Brand Awareness affects the competitiveness of MSMEs, and Product Innovation affects the competitiveness of MSME. 
DETERMINASI KEPUTUSAN PEMBELIAN LAYANAN STREAMING DI PRIME VIDEO DIPENGARUHI OLEH PERSEPSI NILAI, KUALITAS APLIKASI, DAN ELECTRONIC WORD OF MOUTH (STUDI KASUS PADA MASYARAKAT KECAMATAN MEDAN PETISAH) Christman S, Jimmy; Viani, Crist Angel; Purba, Mohd. Nawi
JURNAL LENTERA BISNIS Vol. 15 No. 2 (2026): JURNAL LENTERA BISNIS, Mei 2026
Publisher : POLITEKNIK LP3I JAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34127/jrlab.v15i2.2279

Abstract

The development of digital technology has encouraged people to become increasingly dependent on application-based entertainment services, particularly movie and series streaming platforms. The intense competition among streaming service providers has given consumers many alternatives, making them more selective in choosing the platforms they use. Prime Video, as one of the global streaming services, still faces various challenges in attracting and retaining users. This can be seen from the low level of purchase decisions influenced by perceived value that has not fully met user expectations, application quality that still experiences technical issues, and negative reviews spread through electronic word of mouth. These conditions affect public perception and lead to decreased interest in subscribing to Prime Video services. This study takes the population of people in Medan Petisah District who use the Prime Video application, where the exact population size is unknown. Therefore, the sample size was determined using the Lemeshow formula for unknown populations. The sampling technique used was purposive sampling with an accidental approach, where respondents were selected based on certain criteria and ease of access. The results of the study indicate that perceived value, application quality, and electronic word of mouth each have an influence on purchasing decisions for Prime Video streaming services. Simultaneously, these three variables also influence purchasing decisions for streaming services on Prime Video.
Co-Authors Alexander, Ferderich Apriadi Ara Auza Butar Butar, Mangasi Christman S, Jimmy Cinthya, Cinthya Djailani, Ahmad Dwi Syah Putri, Tantri Octora Farera, Winda Fitriano, Andre Garcia, Riyo Pramono Guci, Dede Ansyari Hakim, Habib Harahap, Rahmat Alamsyah Herosian, Mila Yulia Hutagaol, Jarungjung Jaya, Stefanie Lean Kinata, Catherine Laoli, Irene Yuniman Laudya, Windy Loeis, Selvia Loeis Maisara Batubara MD Isa, Mohd. Azwardi Mohd. Azwardi MD Isa Pasaribu, Laurine Aurelia Sorcha Pasaribu, Lidya Natalia Selly Noverina, Selly Simbolon, Lulu Toguma Sinurat, Erika Kristiany Br Tambunan, Elsalonika Br Tantra, Shelly Viani, Crist Angel Winda Sri Astuti Doloksaribu Yunior, Khomeiny Zamili, Melfi Shania Putri